Ancillaries, AI and agentic: Where is airline distribution heading with Mystifly and PKFARE

The airline distribution landscape is entering a new phase as New Distribution Capability (NDC) adoption accelerates and the industry moves toward modern offer and order models. In this episode, Jeremy Jameson, VP of the Americas at Mystifly, and Jesus Monzo Faubel, senior director of flights (west) at PKFARE, discuss how improved servicing and post-ticketing functionality are beginning to drive real operational efficiencies. While adoption still varies across airlines and agencies, both note that the foundation is now in place, with airlines in Europe and the U.S. leading the way through stronger content strategies and distribution approaches, while travel sellers continue to navigate technology and post-booking challenges.

The conversation also explores what comes next, including the growing role of intermediaries in bridging gaps across the ecosystem and making NDC content more accessible. Looking ahead, Jameson and Faubel highlight the importance of data and customer-centric retailing, emphasizing the need for robust data architecture to better understand traveler behavior. Combined with advances in AI, these capabilities are set to power more dynamic, personalized and responsive travel experiences as airline distribution continues to evolve.

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